KEY TAKEAWAY: Biopharma marketers can no longer follow “processes and checklists” in marketing prescription drugs to HCP’s and patients. We need to think like patients and ask “why should I go through the maze of getting an Rx for your product?” but more importantly, we need to ask “is this the right thing to do?”.
KEY TAKEAWAY: With the number of mHealth apps exceeding 165,000 (IMS) there would seem to be a lot of opportunities, but the majority of available health apps continues to be concentrated in the areas in the areas of wellness, diet and exercise and just 36 apps account for nearly half of all downloads, while 40% of apps have fewer than 5,000 downloads.
KEY TAKEAWAY: The number of mHealth apps available to consumers now exceeds 165,000. Just 36 apps account for nearly half of all downloads, while 40% of apps have fewer than 5,000 downloads. The typical 30-day retention rates for mHealth apps prescribed by a provider are 10% higher than average and 30% higher for fitness apps. However, barriers continue to exist, impeding full adoption of mHealth apps in a prescriptive and integrated manner.
KEY THOUGHT: I’m not sure how much of Mr Brill’s article on J&J is 100% accurate, however, it’s sure to fan the fires of pharma distrust ever higher. The industry has to do a much better job of intolerance to any illegal marketing and fines cannot be just an expense line in a budget sheet.
SUMMARY: The Huffington Post Highline and journalist Steven Brill today began publishing “America’s Most Admired Law Breaker,” a 15-part series detailing how Johnson & Johnson took an anti-psychotic drug, Risperdal, initially intended only for the treatment of psychotic disorders, and put it in the hands of children and the elderly in violation of FDA restrictions.